NutraCea Announces Debut of First Whole Grain Rice Bran Cracker by Sakata/Frito Lay

Whole Grain Rice Bran Cracker to Roll Out in Supermarkets Throughout Australia and New Zealand and Exported to U.S., U.K., and South Africa

PHOENIX, July 16, 2007 /PRNewswire-FirstCall/ —NutraCea (OTC Bulletin Board: NTRZ), a world leader in stabilized rice bran (SRB) nutrient research and technology, announced today that a new whole grain rice bran cracker containing NutraCea's proprietary SRB as one of the primary ingredients has made its debut on national supermarket store shelves in Australia and New Zealand. The rice bran cracker comes in three flavors: original, chili and basil and is distributed through Sakata Rice Snacks, a division of Frito Lay. In addition to being sold throughout Australia and New Zealand, Sakata will be exporting these crackers to the United States, United Kingdom and South Africa.

"This is the first of many products to be introduced to the Australian and New Zealand markets through the efforts of our distributor Med-Chem Ingredients in this region. We anticipate this development to be a launching pad for many more new products with ingredients produced using our proprietary methods, which will be manufactured and distributed in Indonesia, Malaysia, Vietnam, Singapore and other areas of Asia through our joint venture partner, P. T. Panganmas," said Kody Newland, Senior Vice President of Sales of NutraCea.

"The Sakata whole grain rice bran cracker is the first of many products being formulated globally with NutraCea stabilized rice bran in the growing snack and cracker category," added Mr. Newland.

The tasty new crackers can be found in Australia and New Zealand in 480 Coles Group stores, 180 BiLo stores, 700 Woolworth and Safeway stores, 80 Franklin stores and over 1000 independent grocery and specialty food stores.

To view the new Sakara Whole Grain Rice Bran cracker, click on the link below:

About Sakata Rice Snacks

Sakata Rice Snacks Australia was established in 1994, by the Sato Brothers, who originated from Japan, where they began making varieties of rice crackers over 50 years ago. Producing rice crackers and rice snacks under brands such as Sakata, Snakata and Apero, Sakata Rice Snacks Australia is the market leader in rice snacks and exports product to countries including New Zealand, UK, Canada and South Africa. In August 2005, PepsiCo acquired Sakata Rice Snacks Australia as part of their global Health and Wellness strategy. Visit the company's website at: (http://www.sakata.com.au/flash.html)

About Med-Chem

Med-Chem Ingredients Australia, based in Melbourne, is a leading supplier of raw materials to the Food, Pharmaceutical, Complementary Medicine (Dietary Supplements), Pet food and Industrial arenas. They are an approved/preferred supplier to a number of companies and a major supplier to Nestle Oceania, Fonterra, Glaxo SmithKline, Masterfoods, Myosyn and Wendy's Innovation Ice Cream.

About NutraCea

NutraCea is a leader in stabilized rice bran nutrient research and dietary supplement development. Through its wholly owned subsidiary, RiceX, the Company manufactures and distributes products and food ingredients made from rice bran through its proprietary technology and processes. NutraCea has developed intellectual properties to create a range of proprietary product formulations, delivery systems and whole food nutrition products. The Company’s proprietary technology enables the creation of food and nutrition products from rice bran, normally an underutilized by-product of standard rice processing. In addition to its whole foods products, NutraCea develops families of health-promoting "nutraceuticals," including natural arthritis relief and cholesterol-lowering products. More information can be found in the Company's filings with the SEC and at its Web site http://www.NutraCea.com.

Forward-Looking Statements

This release contains forward-looking statements, including, but not limited to, statements regarding the future introduction of other products containing NutraCea ingredients and the successful formulation of additional products, both of which statements are subject to market risks and the possibility that NutraCea will not be able to provide ingredients that meet customer expectations or at price points that satisfy market requirements. These statements are made based upon current expectations; and actual results may differ from those projected, due to a number of risks and uncertainties. The Company does not undertake to update forward-looking statements in this news release to reflect actual results, changes in assumptions or changes in other factors affecting such forward-looking information. Assumptions and other information that could cause results to differ from those set forth in the forward-looking information can be found in the Company's filings with the Securities and Exchange Commission, including the company's most recent periodic report.

Source: NutraCea

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